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 Inspiring New Networks
Of Supporters

2020 Online Fundraising Academy

 Online Fundraising
Academy Objectives

1 2 3
It aims to ENHANCE Bring you unseen APPLY your
your organization’s case studies, tips, and knowledge through
online fundraising strategies designed to homework and a
in time for the largest BUILD on what we’ve more localised
donation month of learned previously context
the year
Webinar Guidelines

• Comments → Chat
• Questions → Q&A
• If experiencing
audio/technical issues,
leave webinar + rejoin
• Webinar recordings +
slides on Academy Hub
page in 24 hrs
Agenda
Introduction
Finding New Donors Through Data and Advocates | 20 mins
Major Donors Stewardship | 15 mins
Atlas Corps’ Strategy on Acquiring New Donors | 15 mins
Q & A | 10 mins
Next Steps
 OBJECTIVES

● To learn different ways to

understand your donors and
how to use this information to
find new donor networks

● To understand how to grow your

network through support of your
advocates

● To learn how to manage a

relationship with major donors

● To learn from an organization

about their experience with
finding new donors
 Meet your team!

Jasmine Adams Holly Belkot Abby (Flottemesch) Anna Juszczak

Program Officer: Learning Manager of Strategic Robinson Program Fellow
and Engagement Initiatives Chief Development &
Engagement Officer, Atlas
Corps
“Start where you are, use what you
have, do what you can.”
Arthur Ashe
rstand Your
nt Donors to Find
Donors
Why and How to Understand Your Donors
How to Use Data to Inform Your Search for New Donors
Where to Find YOUR Next Donor
 Why is it important to
understand your donors?
 Donate to
GlobalGiving!
 Hi Jane!
We know you want to eradicate
homelessness from your community.
Let’s work together to do so!
We hope Buster is doing well!
Billboard located in Jane’s town
 A focused
strategy leads
you towards the
most favorable
outcomes
 Ways to get to know
your donors
Donation Data & Demographics/Behaviors
There is no exact formula.
This is a combination
of art and science.
Donation Data

Donation Giving First Time vs.

Amount Frequency Recurring
 provides you with
ation data!
 Important Reminder Before Accessing Data!

When you download this data, your donors’ names will be

included (except for those who donated anonymously).
Please do not:
1. Send this data via email
2. Put it in a public drive
3. Post it anywhere public to ensure your donors
safety

!Keep your donors’ privacy top of mind!

 Start on Your Dashboard and Click on “Donations”

Scroll down to the bottom of your Donations page until you see this:
 Press “Excel” and Don’t Get Scared
Excel is your FRIEND!
Look for Repetition and Outliers

**Focus on data from the past 2 years

 Definition of Each Column (Screenshot)

1. Payment Method: How the donor paid (e.g., credit card, check, Paypal, GlobalGiving
gift card, etc.)
2. Recurring: Indicates by Yes or No whether the donation will recur every month
3. Corporate Gift Cards: Was the donation made using a corporate gift card
4. Tribute/In-Honor Donation: Was the donation made in-honor of someone
5. Recurring: Indicates by Yes or No whether the donation will recur every month
6. Recurring Status: How many total recurring donations the donor has made
7. Quantity: The number of donations
8. Amount: The amount of money donated. This column does not take into account
GlobalGiving’s fee, which you’ll see deducted in your disbursement report.
9. Total Amount: Total amount to the project (Quantity multiplied by Amount)
10. Currency: What currency the donation was made in
11. Disbursed: Indicated by Yes or No whether the donation has been disbursed yet
Key Findings + Takeaways

Key Takeaways/
Trends/Finding
Next Steps

Do we know this donor? If not, can we

A donor has donated 21 send a thank you note during their next
times (total $210) donation asking them to be a
fundraising advocate?

Major Donor Alert! Do we know them?

A donor who donated How did we thank them? Can we send
$2,500 them an appeal to ask them for their
support on #GivingTuesday 2020?

Donors accessed a link Potential successful communication

from Facebook on Dec. 3 strategy for #GivingTuesday

Tribute/In-Honor
Potential for a campaign highlighting
donation seem to be Tribute Donations
popular
Demographics/Behaviors

Education
Age Location Hobbies Level
 Where to Find Donor
Demographics?
● Google Search. You will not
find everyone via a Google
search, and that’s okay!
● Social Media such as
LinkedIn, Instagram,
Facebook
● Reach out to them! Let them
know you want to start a
relationship. Don’t ask them
about their demographics!
Actually get to know them.
 Add Your
Newsletter!
Add your direct newsletter sign-up link
to your organization’s dashboard by
clicking “Edit Org Info” and adding the
link on the first tab under “Email
Signup Link.”

GlobalGiving will add that link to email

templates for project reports, thank
you notes, and project appeals.
 Tips When Researching
Donors
Not everyone you search will have
information online.

Common names bring up a lot of people.

Don’t spend too much time trying to
determine the correct person. (Use their
email or currency to make an inference.)

It will be easiest if you look for general

trends during this step.

DO NOT reach out to donors at this time.

Be respectful of your donors’ privacy!
Researching Anna Juszczak

Demographics
● Female
● College
Educated
● In her 20s
● Lives in Chicago
● Speaks Polish
● Nonprofit
Employee
 Homework
Grouping Your Donors into Segments +
Brainstorming Like Networks
 Assignment
Grouping Your Donors into Segments
Purpose: Identify who your main groups of donors are so you can focus your
efforts on presenting your project to donors who are most likely to give.

1. Download your organization’s data and research the donation data and donors
2. Group your donors based on common characteristics (at least 2-3 commonalities)
3. Brainstorm where you can find people similar to your donor groups
a. What groups/events would they most likely attend and could you join one of these
events?
b. Are they a part of a larger network, such as a university, religious institution, or
company?
c. Which museum, which church, what webinar do you want to be a part of?
 Bonus: Plan Your Outreach and
How You will Engage with these Networks

Diaspora Young Donors Institutions Businesses

● Present to ● Join an ● Google a College ● Attend a LinkedIn
Consulates EventBrite/MeetUp Events Board and webinar
● Join Facebook or ask to present ask to present ● Attend a Small
Groups at an event ● Reach out to a Business
● Advertise at ● Do outreach on College News EventBrite/MeetUp
Museums Social Media Outlet and ask to and tell them the
● Present at a ● Partner with be featured power of a
LinkedIn Webinar Podcasts ● Ask to present to partnership with a
● Advertise at ● Partner with nonprofit
a Religious Group
Restaurants Influencers ● Present to a
Business that has a
mutual benefit
Segmentation Tools on
GlobalGiving
Project Appeals
Donor Segmentation:
 Thank You
Notes
Donor Segmentation:
- More than $100
- Less than $100
- Recurring

Link for more information:

https://tools.blog.globalgiving.org/2020/04/15
/introducing-automated-segmented-thank-yo
u-notes/
 Find New Donors with
Help from Your
Advocates
Grow Your Organization’s Trust Online
Fundraising Advocates
GlobalGiving Fundraisers
Grow Your Trust Online
with Help From Your
Advocates

a. Ask them to give you a Google

and/or Facebook rating
b. Ask them to like your posts on
social media
c. Ask them to follow you on your
social media platforms
Fundraising
Advocates
Fundraising Advocates Build Bridges to Your
Secondary and Tertiary Networks
Tertiary

Secondary

Primary
 Characteristics of a Great
Fundraising Advocate

1 2 3 4 5
They have a They are They know You are They have
large network passionate your story comfortable the time
of friends, and positive and can act asking them and
family, etc about your as brand to help willingness
cause and ambassadors to work
interested in
your work
 How to Reach Out to Your
Fundraising Advocates
● How will you make each individual
feel invested and excited

● Keep it personal

● Answer any questions they might

have

● Provide them with resources and

tools they might need to make it as
easy as possible for them!
○ “How To Build A Network of Fearless
Fundraising Advocates”
Major Donor
Stewardship
 Hello!

My name is Holly!

I am here today to share with

you best practices in Donor
Stewardship and Major Donors.

I am thankful that you are all

here!
 Donor Stewardship

Donor Stewardship is the effort that you/your

organization puts in to ensure that donors have a
positive and meaningful experience. It is meant to
ensure
○ Increased donor retention
○ Encourage donors to give more than they have in the
past
○ Build community engaged in your mission
Donor Stewardship
Step 1: Resource Review
 Review Your Resources
● Time
○ Who has time to work on donor stewardship?
○ How much time?
○ Be Realistic
● Volunteers
○ Do you have a list of past and present volunteers (If not, make
one)
○ Volunteers are likely to give, but they are also able to help with
things like writing thank you notes.
 Review Your Resources
● Database of donors
○ If you don’t have one, you need to make one
○ Repeat - If you don’t have one, you need to make one.

● Emails/ Mailing Addresses/Phone Number

○ One is great, two is better, all three is fantastic
○ If you have a guestbook - collect information

● Social Media
○ LinkedIn
○ Organization Facebook (not personal)
Donor Stewardship
Step 1: Donor Review
 Who is a “Major Donor”?
Identify your top 5 - 10 individual donors in the past year

● Exclude grants or donations from foundations

● Find the average of those donations

○ If you have some outliers, consider removing them

● That is your approximate target

○ It could be higher or lower - this is just an exercise.
■ Example: In 2019, your top 5 largest donations were $7500,
$5000, $2500, $1000, $1000. Your average would be $3400. Aim
for $3,500 donations. It is a reach, but it is possible.
 Major Donor Stewardship

We often talk about “Donors,” but we also need to

remember that donors are people.

Major Donor Stewardship is about building relationships

with people.

Specifically, people that we want to invest in our mission,

care about our community, and partner with us to make
change.
Donor Stewardship
Step 2: Communicating with your donors
 Thank You’s

Always thank your donors — and do it quickly

● Email
● Cards
● Phone Calls
● GlobalGiving’s Automated Thank You Note Tool
 Build Relationships
Get personal
● Tell them the impact of their gift
● Ask them why they gave
● Ask for Feedback
● Tell them about you - why you work/volunteer

Think + Share creative ways of showing appreciation!

● How does your organization thank important donors?
● Example: For an agriculture program - “Name” a tree
after a donor and send a photo in your next email.
 Build Relationships
Opportunities to get involved
● An important donor stewardship best practice is to go beyond
thanking your donors
○ You want donors to be emotionally invested in your mission.
● Share other ways, besides giving, that they can get involved
○ Read a story written by a member of your community
○ Follow your Facebook page
○ Volunteer time or services
○ Vote on a Photo Contest
○ Ask for Feedback
Don’t Be Afraid To Ask!
Use Donor Centered Language

● Organization Centered
Language
○ Our work is supporting vital
healthcare workers and
saving lives.
● Donor Centered Language
○ Your gift will support vital
healthcare workers and
save lives.
Donor Stewardship
Step 2: Make A Plan
 Make a Plan!

You have reviewed your resources, thought of

creative ways of reaching out and engaging with
major donors.

Next Step: Write it down.

● What are you going to do
● for who
● and at what cadence

*Options and resources linked in the next two

slides
Option: Donor
Stewardship Matrix
● This is an example from
FreeWill

● Notice that donors based

on their giving have
slightly different
intentional experiences.
 Option: Make a Calendar
● This is an example from Giant Squid Group (YES, that is their name)

● This is a Google Sheet that you can download and update with your
own information and plan.
Thank you!
 Fellowship | Virtual Institute

international network of social change leaders and

organizations that promotes innovation,
cooperation, and solutions to address
the world’s 21st-century challenges
RELATIONSHIPS!
#1 Define You | #2 Open the Door | #3 Reach Out
Step #1: Define You
Why? | When? | How? | Who?
● Why are you fundraising?
○ Program | Fellows | Grounded

● When are times that you will fundraise ?

○ July Bonus Day | End of Year | Gala
● How will you reach out?
○ Calls | Emails | Letters | Events
● Who will be your target?
○ Current | Target
Step #2: Open the Door
How do we find, engage, and inspire
new donors? General

● Personal Connections - our Fellows are our

biggest advocates | provide positive experience
● Social Media - organic, consistent | balance
between telling stories, promoting opportunities,
calls to action | cross promote
● Volunteer Opportunities - virtual and in-person
activities
How do we find, engage, and inspire
new donors? Specialized
● External Events - conferences | civic groups | outside
comfort zone | employee giving, CFC
● Interest Areas - RPCVs | exchange alumni | Foreign
Service
● LinkedIn Research - board interest (Gala, Tech, Young
Professionals)
● Skills-Based & Leadership - speaking | projects |
advisory boards
Step #3: Reach Out
How to cultivate relationships?

● Emails - nice to meet you | 3 ways to help

● Events - personal (virtual opportunity!) | coffee
chats | volunteer hosts | Gala
● Feedback Loop - surveys | opinions - Gala
● Newsletters - monthly | quarterly | special
● Recognition - honors, newsletter feature
● Staff / Beneficiaries - connections | social
media groups
A few helpful tips . . .
What are your
circles of support?

● Where are you strongest?

● Where do you have gaps?
● How can you move people
closer to the center?
● Who can help?
Tools

● Database - spreadsheet, Salesforce

● Graphics - Canva
● Mailing - AmazingMail
● Mass Email - MailChimp, GMass
● Private Groups - Facebook, LinkedIn, Slack

GSuite - email + shared storage + numerous apps

 RELATIONSHIPS!
How are you going to build one new relationship today?
Thank you! Make it big!
abby@atlascorps.org | www.atlascorps.org
Questions?
Oswaldo, our Mexican Consultant is
now running a Spanish speaking
recap session.
Link in the chatbox if you want to go
& haven’t registered yet!

oswaldoalvizar@globalgiving.org
Mexico & Latin America Partnerships Consultant.

He’s great.
Please fill in this quick poll :)

It should be launching… now

 24/09 Next Session:
Messaging your Mission With Confidence

Next week at the same time (9 AM ET), we’ll discuss effective

boilerplate messaging, bring in the world of digital marketing to
discuss A/B testing and Google Ads

South Asia residents, look for an email inviting you to your

Regional session soon! (24th Sept 11:30 IST)
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